Enrollment and Retention: From Interest to Graduation—Classified, Measured and Managed

I’m excited to share my recently published book chapter from Metrics, Mapping, and Modelling for Masterful Management in Higher Education (Emerald Press, 2025) entitled Optimize Enrollment.

Chapter 14 builds a practical, end-to-end approach to optimizing enrollment by treating it as a measurable system—from first expression of interest all the way to graduation. It identifies the key factors that influence enrollment at a higher education institution and defines the core metrics leaders need to monitor those factors over time. The chapter then shows how to translate metrics into clear responsibilities for Enrollment Management (EM) and other campus groups (including academic departments), so accountability is shared and aligned with outcomes. It also introduces a demographic-group schema for tracking student populations that matter to recruitment, retention, and re-engagement—including students who have stopped out or left—and discusses how different populations should be approached. Because changing majors can carry real costs for both students and institutions, the chapter explains its impacts and offers strategies to reduce disruption and keep students progressing. Finally, it explores internal agreements and external partnerships—both within and between institutions—that can strengthen pathways, increase enrollments, and support student success.

Many of the book’s chapters have a companion video which can be viewed for free on the Higher Education Leadership Learning Online Community web site. Visit the site to see the complete and evolving list.

If you’re involved in higher-ed leadership, strategy, assessment, or institutional research, I’d love for you to take a look at the chapter and add your comments below. If you would like assistance implementing any of the ideas addressed, please compete a consultation request form – the first hour is free for any institution.